
Like everyone else in the world, I saw The Dark Knight this summer. And staying true to my own advice, I used my student discount card to save a few dollars on the ticket. But totally going against my better judgment, I headed straight to the concessions stand. Now let's be clear: I love movie theater snacks. I just wish they didn't cost so much money. Seriously, $4 for a box for gummy worms that I can buy at the grocery store for one dollar? Or even worse, why is popcorn selling for $5?
If you've been to the movies lately, you know what I'm talking about. You pay $10 for a movie ticket and then spend almost twice as much on food and snacks.
After leaving the theater, I was on a mission: to find out why popcorn is so expensive. It just doesn't make any sense that you can go to the grocery store and buy a bag of popcorn for less than a dollar, but at the movie theater you’ll pay $5. Before I could even start my quest, I found out that there were others who had the same question.
Students at Stanford and the University of California, Santa Cruz did a little research. What they found out was quite simple. Movie theaters charge a lot for candy, soda and popcorn to keep the ticket prices down. That way, more people can afford to go see a movie. If they lowered the cost of snacks, then ticket prices would have to rise.
OK, so I guess that makes sense to me. As long as I can avoid the temptation of spending $20 on munchies, I'll be ahead of the curve when it comes to movie theater economics. As soon as I spend money at the concession stand, I'm actually helping to pay for someone else's movie ticket. I can do without that.
So next time you go to the movies, walk past the long line of people waiting to buy a $5 bottle of water and say “thanks” for keeping tickets prices low.
Catie